"The house built on the sand may oftentimes be built higher, have more fair parapets and battlements, windows and ornaments, than that which is built upon the rock; yet all gifts and privileges equal not one grace."

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Ideally, nothing should be embraced by a consumer firmly, nothing should command a commitment till death do us part, no needs should be seen as fully satisfied, no desires considered ultimate. There ought to be a proviso 'until further notice' attached to any oath of loyalty and any commitment. It is but the volatility, the in-built temporality of all engagements that truly counts; it counts more than the commitment itself, which is anyway not allowed to outlast the time necessary for consuming the object of desire (or, rather, the time sufficient for the desirability of that object to wane).

— Zygmunt Bauman